| Title | JUST A CLICK TO GET CLOSER TO WHAT YOU LOVE |
| Brand | UNILEVER SRI LANKA |
| Product / Service | CLOSE UP |
| Category | A07. Best Use of Digital Media |
| Entrant | MINDSHARE Colombo, SRI LANKA |
| Media Agency | MINDSHARE Colombo, SRI LANKA |
| Entrant Company | MINDSHARE Colombo, SRI LANKA |
| Media Agency 2 | MINDSHARE Colombo, SRI LANKA |
| Name | Company | Position |
|---|---|---|
| Ahmed Irrfan | Digital Commerce Lanka | Head Of Marketing |
| Hasitha Abeynayaka | Mindshare | Manager |
| Thanuja Malimbada | Mindshare | Manager |
| Tharanga Rathnasekara | Group M | Manager |
| Asantha Kalyananda | Mindshare | Manager |
| Isuru Dias | Mindshare | Director - Client Leadership |
| Safwaan Husain | Group M | Manager |
2013 January Vs. 2013 February - 14% jump in the volume market share in the territory with the highest internet penetration - 74% increase in the Close Up FB page's fan count which was a main driver of traffic to the site Also more than 25,000 transaction through the payment gateway with 25% conversion rate from the unique visitors to the web site
The journey began with lots of complexities but the breakthrough was powerful. After convincing Anything.lk to create a deal site for Close Up, many complexities were faced due to technology and sales handling. Issues came in the form of handling stocks by Anything.lk, delivery of the purchases and creating payment gateways which were all handled efficiently and after weeks of planning the site was launched on 28th January 2013 to a phenomenal response under www.wow.lk/closeup. The site featured some great valentines offers on chocolates, flowers, lingerie, helicopter rides and many more. For consumers purchasing a Close Up was a must in order to unlock the offers and purchase them, which meant a sale was guaranteed in every purchase of a deal translating into increased sampling and penetration. A joint effort was put to drive traffic by the brand and Anything.lk through TV , FB , Radio and other digital assets.
Close Up, the toothpaste providing the youth to get closer to what they love with confidence was celebrating it's first ever valentine's day in Sri Lanka after a successful launch in 2012. The brand has built a place in the heart of the urban youth with a unique launch and was looking out for something exciting to capitalize on the synergy between Valentine and brand platform. Valentine is a day celebrated by the youth, who keeps looking to gift their loved one the best. While looking at the best way to engage with them the brand stumbled upon two startling facts. One was the dramatic increase in the number of Google searches on gift deals and ideas during the month of February and featuring of the country's most popular deal site, Anything.lk/wow.lk on the top 5 websites. Combining these, Close Up designed Sri Lanka's first ever branded valentine's deal site.